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Four Key Ingredients to Training Your Trade Show Staff
Believe it or not, your tradeshow staff can make or break the outcome of your trade show. They alone will dictate whether the investment of time and money spent on the show was well spent, or better spent at home.
Trade show staffers are your company’s representative on the floor, and with only seconds to engage and make an impression on attendees, they need to be prepared and confident. Surprisingly, many companies fail to implement training for trade show staff, choosing to “wing it” instead of making it as vital to the planning process as having the right booth and materials. The good news is that training doesn’t have to be complicated. We’ve put together some quick guidelines to help you get ready for your next trade show:
- Review marketing strategy, goals, key messages, products, and services. With clearly defined objectives, your company is more likely to have a successful trade show experience. Determine what you primarily want out of it — to generate more leads, gain company exposure, or introduce a new product — and build your game plan around it. Make sure staff members have all the information needed to confidently speak about your company, products, and services with your goals in mind, and have the support materials and display set up to reinforce your desired brand positioning.
- Practice talking and interacting with trade show attendees. When an attendee enters the booth or looks interested while passing by, each staff member must know how to approach them and effectively communicate. You can create talking points, questions to ask, or a brochure to hand out. Role playing can help staff members feel more comfortable, so when they’re on the spot, they can really shine.
- Discuss proper body language. A person’s posture and attitude can draw people into your booth or drive them away. Staff members should face the aisle, smile, and make eye contact with passersby. Also discuss proper etiquette dos and don’ts. For instance, show up on time, be well groomed and look professional. Do follow the company’s dress code or uniform requirements. However, do not chew gum, sit down, check your phone, or stand with your arms folded while staffing the booth. These show attendees that you’re not even interested in what you’re pitching, so why should they?
- Have a post-show wrap up. This can be a great learning opportunity for your staff, and it’s important to discuss what went well and what can be improved upon for the next show. Be sure to acknowledge their hard work and reward them for a job well done. Staffing a trade show booth is not a job to be taken lightly and requires long hours, so making sure your staff knows their efforts are appreciated will make them that much more excited to do it again.
If you have a tradeshow coming up, start preparing your team now. Use the steps we’ve included above as a starting point and add to them as you see fit. Good luck and let us know how it goes!
Headquartered in Baltimore, Maryland, Adler Display brings over 78 years of experience to its clients in need of recognition displays, lobby and corporate interiors, custom exhibits, historical timelines, trade show displays, and signage and graphics. For more information about Adler Display, please visit our website at www.adlerdisplay.com or call us at: 855-552-3537.